Mr. Rogers’ ‘You Are Special’ Anchors NFL Inspire Change Super Bowl Campaign

The NFL's Inspire Change platform continues its purpose-driven storytelling with You Are Special, a cause spot celebrating the power of feeling seen, valued, and supported.

Inspired by the timeless warmth of Mr. Rogers and created by 72andSunny, the spot features Michael Strahan, Cam Heyward, and Christian McCaffrey alongside children from Harlem Children’s Zone, the Boys & Girls Clubs of America, and SMASH, singing along to the iconic song 'You Are Special.' All three organisations are Inspire Change grant partners supported by the NFL.

“You Are Special’ is a powerful expression of what Inspire Change embodies — it’s a reminder to every young person that they matter,” said Sarah Bishop, vice president of global brand and consumer marketing for the NFL. “By leveraging the influence of our players to spotlight our incredible Inspire Change partner organisations—and the barriers those partners work tirelessly to break down—this creative builds toward a Super Bowl moment that celebrates community and opportunity for all.”

The campaign has rolled out in multiple versions across key moments of the postseason:

• A 30-second Inspire Change version launched during Weeks 15 and 16
• A 60-second general cause version debuted during the NFL’s Christmas Day games and was aired again during the Conference Championship Games
• A 30-second general cause version will air during the Super Bowl

Together, these placements reflect the NFL Family’s ongoing commitment to investing in youth and communities nationwide, using the league’s biggest moments to spotlight purpose-driven storytelling.

Since 2017, the NFL Family has committed more than $460 million through Inspire Change to advance education, economic advancement, police-community relations, and criminal justice reform in communities across the country.